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A way to monitor and interpret social, political, economic, ecological and technological events in an effort to spot trends and conditions that could eventually impact the industry and the organization.
The purpose of environmental scanning is to raise the consciousness of managers about potential developments that could have an important impact on industry conditions and pose new opportunities and threats
Kelley Summer 2009 GM 105 Strategic Management
Assessing Competitive Positions: Strategic Groups
A Strategic Group consists of those rival firms with similar competitive approaches and positions in an industry
A Strategic Group displays different competitive positions that rival firms occupy
Organizations in the same strategic group have one or more competitive characteristics in common